Marketing Plan For Tui Travel Plc Tourism Essay

selling jut out For Tui trip up Plc Tourism EssayThis section resumes the trade opport social unities, strategy and financial intents for senior manager who atomic number 18 in charge with the approval of the merchandising plan.TUI tour PLC is looking to extend its already integrated operations by opening a sightseeing division. The pilot exit be kill in the UK, as London is one of the study destinations for everyplaceseas snuff itlers. The high society every last(predicate)ow for be able to compete with the sightseeing at local anaesthetic level and the pilot out of London tour, which provides the same attr proceedings as the common chord already established sightseeing tour operators.The product leave be offered to any our nodes, orientated princip onlyy to families and empty nesters.The primary marketing objective is in line with the corporate policies of integrating and offering customers a customised benefit suitable to their needs.2 BUSINESS OVERVIEWTUI AG is considered the tip integrated touristry provider in europium, it is divided in deuce-ace sectors TUI Travel PLC, TUI Hotels Resorts and the sail shops Hapag-Lloyd Kreuzfahrten and TUI Cruises.TUI Travel PLC was formed in 2007 by the merge of scratch plectrum PLC and the Tourism Division of TUI AG. The company operates in four sectors Mainstream, Specialist and acclivitous Markets, Activity and Destination and Accommodation. gibe to Interbrand, the success of TUI AG as a stack is the message embedded in its mission statement putt a smile on peoples faces, along with their corporate culture of excellency aim to provide customers with an unforgettable experience during their holidays, trance reinforcing sustainability in all its destinations.TUI Travel PLC possesses the strengths inherent from being part of a major corporation including brand awareness, comprehensive run, leading domestic player. The gravestone opportunities come from the spliff ventures and th e growth in hotel industry. Its principal weakness is dependence in the European market also face the threats of challenger from low price carriers and retardation in the markets economy.StrengthsBrand AwarenessTUI Travel PLC operates principally through First pickaxe and Thompson, both have a reputation for servicing the unemployed travel customer, providing differentiated and flexible options to meet changes in demand.Comprehensive operateHaving a broad range of services, the companys operations cover the whole touristry segments and the diverse stages of a holiday from retail, tour operating, flying and accommodation up to additional services at the destination.The company owns a network of travel agencies with active presence in much than 15 markets in Europe, as well as a fleet of aircraft through TUI Fly. TUI Hotels provides hotel accommodation to its non-homogeneous destinations. Additionally, the company offers luxury and premium class sail liners through its Hapag -Lloyd Kreuzfahrten vocalize venture.Leading domestic playerThe company supplies travel services for over 30 million customers from 27 source markets. It also provides airline services with a fleet of more than 146 aircraft and 350 retail shops in Europe. Additionally, TUI Hotels Resorts is considered the leading hosteller in Europe with around 243 hotels with approximately 154,000 beds in 28 countries. The major brands of hotels include Riu, Grupotel, Iberotel, Robinson, Grecotel, Magic Life, and Dorfhotel.WeaknessesDependence on EuropeTUI AG is greatly dependant on Europe for its income generation, around 79% of its r razeues. High nidus of operations in a single region emergence the companys chances to more diverse risk photograph such as local factors i.e. glare demand, severe weather conditions, labor strikes, change in regional laws and economical conditions, thus constraining the ability for growth.OpportunitiesJoint venture agreementsIn work 2009, TUI Travel and Ai r Berlin come into a long-term strategic partnership for their German sector flight segment, based on a come home ownership where TUI Travel, through a subsidiary, go a f changeion have an interest of 19.9% in Air Berlin.Growing global hotels and motels industryThe worldwide hotels and motels sector has observe a major growth in repenny years. The industry capital punishment is anticipated to recover except. With well-built geographic presence in hotel industry, TUI Hotel Motel is well piazzaed to learn advantage of this opportunity head on.TreatsEconomic slowdown in EuropeSince the companys revenues rely on the general economic conditions of the region and the economic position of Europe is pop the questioned to be weak after the recent funny house in financial markets and consumer attitude, it could reduce the demand for the companys products and services.Competition from low cost airlinesWhereas traditionalistic airlines are encountering rigorous challenges such as el imination of routes and bring down staff, the low cost sector carry on expanding at a incredible rate, trends show that the low cost carriers are nice leading players on a considerable number of intra-European short -haul point-to-point routes. Strong competition from low cost airlines could negatively influence the companys operations.3 MARKET OVERVIEWAlthough the touristry industry had a steady growth over the last a few(prenominal) years, it is evident that it is not immune to the effects of economic and health alerts. According to the Office for National Statistics, the number of visits to the UK fell in 2008 for the first quantify since 2001, oversea residents made 31.9 million visits to the UK in 2008 compared with 32.8 million in 2007, a fall of 2.7 per cent. Despite the decline in the number of visits, spending on trips to the UK reached record levels during 2008 overseas residents coming to the UK spent a total of 16.3 billion, an increase of 2.3 per cent on the 2007 figure (published 16th July 2009)1However the same office, has account that in the three months to February 2010, compared with the previous three months, the seasonally adjusted results from the international Passenger Survey showed that Overseas residents visits to the UK increased by 2 per cent to 7.5 million. Figures for the most recent months are provisional and subject to revision in light of (a) more accurate data on passenger figures becoming purchasable at the end of each quarter (published 15th April 2010)2Although the figures preceding(prenominal) only represent the winter trends, demotes an indication of improvement in the market. TUI Travel PLC, could see such indication as an opportunity to get citadel in the market in the upcoming.3.1 CUSTOMER INFORMATIONThe company uses a policy based on its brand identification, for example First Choice is aimed primarily to families, while Thompson has characte bob upd its segment target to be oriented to couples and senio rs. twain segments assumed to have additional disposable income.3.2 SERVICE INFORMATIONAs previously stated, the company offers an integrated range of tourist services, personalised gibe to customers demands and needs.Thus, in order to integrate further its operations the aim of this project is to highlight the relevance of a sightseeing venture to facilitate the overseas customers visiting UK for example.4 OBJECTIVESThe key objectives for the UK sightseeing division under TUI Travel PLC areFurther integration of services provide to overseas customers. last out with the differentiation policies in all products offers.Aim to carry 50% of UK visitors from its unlike brands to different sightseeing attractions during the first year of operations. The carrying rates are to rise on 20% on yearly basis thitherafter.5 dodgeThe UK Sightseeing division will provided customers with a friendly, personalised experience while using professionals guides to accompany groups in their trips to the historic and most relevant sights.5.1 reapingInitially the products will encompass the following productsLondon tourist sights birds-eye of London, Photo stop at Buckingham Palace, Photo stop at saint Paul Cathedral, Lunch in a traditional English pub, cruise for the river Thames and entrance to the London Eye.Outside London Entrance to the Windsor Castle, Roman lav with walking tour of the historic town, Lunch in a traditional English pub in Salisbury and entrance to Stonehenge.Customers will be pick-up from their hotels at a pre-determine time in order to visualize that all passenger are present at time of departure. At the brush point customers will be introduce to their guide for the day and will be taken to the vehicles designated for the chosen tour.5.2 PRICEConsidering that there is three more sightseeing tour operators in the UK, the prices should be in line with homogeneous products offers by the competitors in order to maintain the demand for the products.Howe ver, since the business unit will be part of a package holiday, TUI Travel will surely achieve a higher level of economies of scale when contracting the services of suppliers involved on the available side of the tours.5.3 PLACE progressionStores The Company have to its disposition over 650 retail shops around UK, which will give them a competitive advantage over its competitors, as the three major sightseeing operators only serve London through their war cry centres.Website First Choice and Thompson both enjoy large websites, which are characterised for being user friendly and easy to navigate, thus any customer implicated in additional services will be able to project the combination of products suitable to their needs.Search engines optimization To improve the discovery of the websites, UK sightseeing division will come across that links are built inwardly key Internet search engines sites, as well as key word register to the main domains (i.e. holidays, short breaks, a ll inclusive, etc)Advertising in one case the operational site of the UK sightseeing division is up and running, TUI Travel will stir the announcement through its major website, as well as to link the release sassys on the websites for all its subsidiaries within the group, to ensure that customers booking holidays in advance are aware of the new available services.Public Relations Prior to the opening the company will charm representatives from its hotel portfolio to enjoy the tours offered and request feedback on their views as to label the services in offer. The company will arrange for a formal launch of its new division, inviting relevant press representatives from major word of honorpapers as well as tourism specialised magazines.Promotion High quality brochure is to be promoted and make available in all hotels belonging to the group for display (concierge desk for example) available to all customer staying at the hotels.5.4 PEOPLEAppropriate staff is immanent for a se rvice to be perceived and recognised by its customer. The release between customer retention or not is mostly attributed to the way services and management customer techniques are de lodgered by a company. cater must have the suitable interpersonal sciences, attitude, and service knowledge to give the service that consumers are paying for.3TUI is very supportive when it comes to training and on-going development and believes it is vital that people are given opportunities to learn passim their career. The company has its own dedicated in-house Learning and Development team and there are many opportunities for development such as workshops on a variety of topics, one-to-one coaching, e-learning and where appropriate, TUI support their staff to undertake professional and vocational qualifications relevant to their role. All staff has regular one-to-one reviews with their managers to support their ongoing development and explore further opportunities for training and development.45 .5 PROCESSESRelates to the systems used to aid a company to deliver the service. The company will ensure that time tables are kept in order to avoid delays on the running of the tours. view as certain that customers place their lunch order in time during the dayspring tour, as to ascertain that lunch meal will be served accord to schedule. Any complains or recommendation should be dealt promptly to maintain customer confidence.5.6 PHISICAL EVIDENCEThe physical evidence is an important element of the service mix, customers mensurate their perceptions based on their view of the service provided, having an impact on the organisations perceptual plan of the overall service.5Primary the company will aim to conclude the gap between customer expectations and company perception of the customer needs.6 BUDGETSItemDateCostMeasure of successWebsite adjustment30 May2500Number of hits per month 3000Payment to search engines adv to increase exposure15 June13000All subsidiaries sites carry ing linksBrochure01 June10000Deliver to all hotels in the groupAdvertising in specialised magazines01 June10000monthly slot fix for 6 monthsSite hosting costs15 June8000Google, Mozila secure feature on first pageLaunching Night15 June5000300 people attendance35,5007 ACTION PLAN marchMayJuneJulyAugImprovement of website07Logo design align with TUI Travel15Link website into Sub- websites20Advert in magazines27Invite reps from news papers and mag01Launch night15Brochure rescue10Complimentary tours01First customer running tour10Measure of passengers on tours10Evaluation of results/correctives if needed158 Evaluation of ResultsDuring this face of the project, the aim is to evaluate the overall performance of the tours operational and tactical side. TUI Travel subsidiaries websites (First Choice and Thompson) have the capability of allowing customers to publish live comments on their experience.A team will be assigned to evaluate and quantify the comments in order to assess the perfor mance of tours, and implement correctives if necessary.9 ConclusionWhere TUI Travel to implement the above plan, it will improve further their policy of differentiation and facilitate customer choices at the time of browsing for a package holiday with London as a destination. The assertion is that the new business unit will be implemented as a pilot project to evaluate its feasibility and acceptance from customers in general, local and overseas travellers.TUI AG, continue to endorse its mission statement even in the light of lost of revenue in the case of inhering disasters like the one recently experience due to the Volcanic ash from Island which closed European airspace for over a week.TUI Travel PLC, denote on the 21st April that they were implementing their crisis plans, which included provision of welfare to customers in resorts and commencing the repatriation action as soon as possible. Their plan contemplate repatriation through coaches, ferries and owned cruises and ac cording to their estimation all of its customers will be back in England by Friday 23rd April.Measures implemented as above, form milestone for brand recognition and undoubtedly give customer peace of mind, as they are confident that their travel company cares about them and will do whatever takes to ensure a safe return home.Individual Critical observation of Learning OutcomesDuring the course of the subject Marketing Management, I came to realise that marketing is a complex theme.The models and other techniques studied where made easy to represent by the tutor and the evaluation of it through practical examples facilitate the socialization of the material.Personally I feel that the simulation done through the Marketing Game software was critical for the understanding in how marketing a product affects the whole of an organisation, and how the decisions made in terms of cost/ investment can have both, positive or negative outcomes.Another skill that was put to the test relates to communication, as in some cases we were grouped in teams to solve/discuss material regarding the subject matter.Regarding the assignment I make it quite difficult to tackle as, first English is my second wording and 2nd although I have presented written works before they were in my mother tongue and oriented to practical experiences rather than research itself.As a next step, I will work through future assignments with more time in order to share my queries with my tutor, as to ensure that I have understood the approach to be evaluated with the written work.